The secret of a successful paid campaign is delivering the right ads to the right people—at the right time. Using accurate data is the most reliable way to do that, but updates like iOS 14 (which limits the data apps can collect on iPhones) make it more challenging to deliver hyper-targeted ads. 

That is where Facebook's Conversions API comes into play. 

Jump ahead

• Send new orders as purchase events

• Transfer email events to Facebook's Conversion API tool

• Link form submissions from other platforms with Facebook

• Convert lead events into retargeting opportunities

What is Facebook Conversions API? 

Facebook's Conversions API is a server-side tool that allows advertisers and businesses to send information from their site directly to Facebook's servers without a standard tracking pixel. 

In this post, we'll look at how you can automate Facebook's Conversion API tool with Zapier to create stronger and more relevant ads without the hassle. 

How to set up Facebook's Conversion API with Zapier

If you have a bit of coding experience, you can set up Facebook's Conversion API manually and without using third-party tools. This requires some tech knowledge, such as how to set up different conversion events. You can see how to do this here. 

It's much easier and more efficient, however, to set up the Conversion API tool with Zapier. 

To set up Facebook's Conversion API with Zapier, go to your Business Manager and then your Events Manager. 

Find Connect Data, then select Partner integrations.

On this next page, search for Zapier to find the app quickly, and then select it. 

You'll see the different Zaps you can use to automate your Facebook marketing. Select Connect Account, then choose what you want to connect—either offline event set or web signal. Depending on what you want to track, you might select both. 

Once you do this, you can set up Zaps to send different kinds of information to Facebook's servers, which you can use to run hyper-targeted and extremely relevant ad campaigns. 

How to use Zapier's integrations to send more information to the Conversion API 

Zapier has a number of different actions for Facebook Conversions, which allow you to send data to Facebook from your website and a variety of third-party tools so you can create stronger and higher-converting ad campaigns.

By accessing data you wouldn't otherwise have access to (or, at least, that Facebook wouldn't have), you'll reach more audiences and deliver hyper-target ads that drive conversions. 

Let's take a look at four high-value use cases for Zapier's Facebook Conversions integrations. 

Send new orders as purchase events 

Just because a customer made a purchase, it doesn't mean their journey is over (or that you should stop advertising to them).

Instead, use this as an opportunity to send re-engagement campaigns, including those that remind them to purchase again several months later or suggest complementary items they may like. For example, if a customer buys a pair of workout leggings, they might also like running shoes. 

Not only will this open the door for new campaigns moving forward, it also helps improve attribution accuracy. This gives you more accurate data to understand how well your campaigns are truly performing. 

Transfer email events to Facebook's Conversion API tool 

When you set up the pixel on your website, you can track when people view certain pages. The pixel only works on your website, however, and not any third-party platforms.

This means people who click on an email can't automatically be shown a retargeting campaign on Facebook unless you download a list of people who engaged and then upload that list to Facebook. 

Zapier, however, has multiple integrations that allow you to send information from email software right to Facebook. For example, if you want to distribute retargeting campaigns to users who signed up for an email list or opened an email but didn't click on the links, now you can.

Link form submissions from other platforms with Facebook 

Many businesses have complex, multi-channel funnels designed to capture users wherever they can. A single business may use lead generation ads on LinkedIn, for example, in addition to using webinars and eBooks as lead magnets on their website.

Previously, it was pretty time-consuming to create and update custom audiences for leads collected off-platform. Zapier, however, makes it much easier.

You can send lead information from LinkedIn Ads straight to Facebook, for example. You can also send new registrations from GoToWebinar to Facebook as a lead event, too. 

Since these are high-intent audiences, you can follow up with campaigns designed to drive sales and send users emails. The combination increases your likelihood of converting the customer. 

Convert lead events into retargeting opportunities 

Many companies use lead forms to trigger retargeting ads. For example, if someone downloads an eBook or signs up for a demo, it's pretty clear they're engaging with your business, and it might be a good time to retarget them. 

However, there are other times when a contact interacts with your business and would benefit from a retargeting ad. For example, if a ClickFunnel contact clicks on your demo page, they're likely a high-intent consumer. They're interested enough to engage with your brand, and this can push them into the ad funnel.

Previously, this had to be done manually—you'd have to track contact activity, then upload that list to Facebook. With Zapier, however, these workflows can help.

Automation makes it easier than ever to send hyper-targeted Facebook ads 

Automation is an advertiser's best friend right now. There's so much data to track from so many sources, and if you aren't using automation software to sync it all up, you're likely letting potential customers slip through the cracks.

Using Zapier to send more information to Facebook's Conversion API allows you to successfully reach more of an audience that's already interested in you. This means higher conversion rates, lower CPCs, lower acquisition rates, and higher ROI. It's hard to say no to that. 

This isn't all you can do with Facebook's Conversion API and Zapier. Check out our App Directory to learn more.

This article was originally published in December 2020, written by Ana Gotter. It was most recently updated by Danielle Antosz in March 2023.